We’ve all come across extremely personal content such as the one below;
“It’s 10:00 pm. You’re headed home from a late night meeting. Everything seems calm and peaceful. The sky is clear with no shiny little stars above. You silently wish that all nights were this peaceful. You also think about your family. You can’t wait to get home and see them. Then BOOM! you hear a loud bang. Suddenly you can’t see. All you can do is hear sounds. Everything seems blurry and the peace is gone. Accidents do happen. Do not wait until the last minute. Buy the most essential insurance policies today…
The paragraph above is an intro to a marketing copy by an insurance firm. It is definitely catchy, interesting and entertaining. However, unless you run a lifestyle blog, you have no business getting so personal on a formal company website.
The digital sphere is more or less like the offline market. The same prospects you target offline will read your web content. It is therefore important to maintain a formal tone, just like in offline interactions. You wouldn’t say all the above things to a potential client when asking them to buy your products.
In addition, when you create a story around a product in order to attract attention, you end up singling out your potential clients and leaving others out. Not every potential customer is in the exact same situation. Therefore, stick to a professional tone when writing web copy for a professional platform.
2. Disorganized content
Unfortunately, web content is not just created for human consumption. It is first consumed by robots, in form of web crawlers, which then decode the content and transmit it to relevant audiences. One of the biggest mistake people make is to download their thoughts and ideas without considering readability. Both web crawlers and modern readers need content that is organized and easy to read. Robots will crawl through your site with ease when the content is simplified, while human readers will understand and respond accordingly if they’re able to read and understand with ease.
3. Bad images
Images are as important as words since they help reinforce the message being passed. However, not all images will achieve this goal effectively. Unfortunately using poor quality images creates the wrong impression on your audiences.
Professional company websites are meant to attract new clients, investors or even publicity opportunities. These target audiences rely solely on what they see on a site to either reach out or look for your competitors. They will, therefore, use the quality of your content and images to make crucial judgements. Poor quality images will automatically be associated with lack of professionalism or poor quality services, thus leading to loss of opportunities.
4. Undefined goals
Writing is more or less like speaking. Both are channels of communication and they should be used to achieve clearly defined goals. If you greet someone, your intention is to create a connection and to make the person feel appreciated. Similarly, when you post something on a website, you need to have a purpose; either intend to inform, entertain, educate or call to action. Unfortunately, some site owners will embark on creating web content; just to fill the gaps in a theme. Web content should be created to achieve any of the above purposes. Most importantly, there should be a call to action. The reader should be guided to understand why they are reading the content, what they should learn from it and what to do with the information acquired.
Typos are some of the most common mistakes every writer makes. They are inarguably inevitable, but that doesn’t mean they are excusable. As most writers would confess, typos can be sneaky. You will edit your work several times, but typos will always find a way to crawl back into your final copy. Sadly, however, typos reek carelessness. Assuming that you run a listing site for goods worth millions; Would you expect site visitors to trust you with their millions if you cannot cross check your work for simple errors? Such a business (and most others) involves heavy legal paperwork. Therefore having typos will automatically lead potential clients to associate you with carelessness.
6. Poor language structure
One of the most crucial branches of language is syntax. Syntax refers to the structure or order of sentences in a particular language and every language has a unique order. For instance, in English, one would say,
“I’m ten years old” while in French, one would say,
“J’ai dix ans” which when translated directly into English, means “I have ten years”.
In light of this breakdown, a lot of site owners will publish content that has confused syntax. This means that whoever wrote the content might have subconsciously written in English while thinking in another language.
The result of such an error is a damaged image. Site visitors may assume you are either pretentious or you just don’t pay attention to details.